Masters fashion: Stretching the concept of quiet luxury underneath a giant oak tree

AUGUSTA, Ga. — The Masters will never be cheugy.

It may be a crime of fashion to be overdone, outdated or, gasp, dressed in millenial-core for 51 weeks a year. But for this week, at Augusta National Golf Club during the Masters, the patrons come dressed for the scene they find when they step on property, and there’s something about the place that makes it all work.

The open space between the clubhouse, the first tee and the practice green at Augusta National is like the Shibuya Crossing of golf. Spectators shuffle in every which direction, creating a dizzying blur of rye green, seersucker and straw hats. The Green Jackets gather under the canopy of the legendary oak tree, schmoozing with VIP guests, while groups of done-up women meander about, greeting each other and dishing out compliments on floral dresses from the latest spring collections: “Oh I love that! Where’s it from?” Meanwhile, the golf bros walk with purpose to find their next vantage point, as spikeless golf shoes and big box brand dry-fit polos do exactly what they are supposed to do: perform.

From the old to the young, to the PGA Tour superfan and the clueless significant other, the patrons at Augusta National all have one thing in common when it comes to their varying fashion choices: They’re trying to say something.

The spectators at the Masters take full advantage of the opportunity to be, well, extra.

For the men, this effort manifests in a competition as old as time. The Country Club Logo Olympics begin at 7:00 a.m. Monday, when the patron gates open for the week’s first practice round. At the Masters, the idea of “quiet luxury” is not just a Hermés bag or a pair of Chanel ballet flats, but also needlepoint whales and acorns stitched onto canvas golf hats.

It’s impossible for a few not to catch your eye: Pine Valley on a navy polo, Seminole Golf Club on a cashmere pullover. Spot the ultra-private Ohoopee Match Club onion? Or the lesser-known but mighty crest for one of Scotland’s finest, North Berwick Golf Club? It might spark a conversation. That’s exactly what they want.

“You see these logos and you’re like, he definitely knows a member. But you’re not sure if he is a member. But if he is a member, I need him to be my friend,” says Stephen Malbon, founder of Malbon Golf, a lifestyle brand that has partnered with PGA Tour pro Jason Day to stretch player fashion past slim-fit golf pants and shades of blue.

That’s the least of it. Turn to the left or right anywhere on property and it won’t take long to find the GOAT: The Augusta National Golf Club logo. It is not to be confused with the Masters logo. These are very different things.

There’s already an exclusivity to the idea of purchasing Masters merchandise because it is only sold on site. When you get there, there are about 19 other elevations beyond what you can take home from the massive merchandise building, which contains 64 check out registers and 385 mannequins and sells everything from $400 cashmere hoodies to scented candles and gnomes. Now Augusta National has Berckmans Place and Map & Flag, two brand new and hot-ticketed hospitality venues that also sell their own apparel. The holy grail is, of course, the club’s intimate pro shop. That’s the only place one can purchase an item that is simply adorned with the coveted “ANGC.” Yes, those four letters make the difference.

“There are people flexing their Berckmans merch. And that’s different from the main merch. And the pro shop merch is different from that merch,” says Malbon. “There’s levels to it. People are showing their social or economic status by wearing this stuff.”

For the women of Augusta National, there’s an understanding that you dress for the female gaze. Admit it or don’t, you’re scrolling Pinterest and TikTok in the months leading up the tournament to find outfit inspiration for your Masters outfit, which, if you’re attending Thursday-Sunday, will not be seen on an Instagram feed (unless you film an “outfit check” in the parking lot.) Cell phones are prohibited from the Augusta National grounds and cameras are only allowed on practice round days. You dress to impress, though, even if the internet may not see it.

“The key to fashion at the Masters is not necessarily clothes that you’d wear to play golf. Those outfits are great for other golf tournaments. For me, the Masters is more like the Kentucky Derby of golf, minus the hat and definitely minus the heels,” says Golf Channel’s Kira K. Dixon. “If you wear a hat, it should just be a really good wide-brim hat because sun protection is key.”

“Wear something really cute that you wouldn’t normally wear, blow it out of the water. Wear the wide leg pants, wear the fun blazer, wear the fun print. This is Augusta National. Do it.”

A pop of green is the first aesthetic necessity for women at the Masters, but there are always ways to go above and beyond.

Annie Shoulders and Kylie Shemanksi stood on the ropeline of the fifth fairway at Augusta National, waiting for Jordan Spieth’s Thursday pairing to find the short grass. Shemanski’s name was stitched onto the back of her white sweater in green letters in the style of the traditional Masters caddie bibs — a creative touch. But then Shoulders turned around for the grand reveal.

She had painted her square-shaped crossbody purse by hand to look like a pimento cheese sandwich.

“I knew I was going to do this for about a month,” said Shoulders, an engineer from Little Rock, Ark., attending her second Masters. “I also made sweaters for (Shemanski’s) daughters.”

(Michael Madrid / USA Today Sports)

There’s a decadence to the women at Augusta National. Round, flat-brim straw hats and monochrome matching sets have been two popular trends in 2025. Color combinations of Masters green — also known as Pantone 342 — and Butter Yellow, the season’s hottest spring shade, have been plentiful. Adidas Sambas are the tournament’s most popular shoe, with New Balance 327s coming in as a close second. Dixon, who has received hundreds of direct messages from Masters ticket-holders asking for outfit advice, coined a term to describe the style: “Augustacore.”

The local boutiques in Augusta make it their mission to capitalize on Masters week. The Swank Company prepares inventory with the proper color schemes and accessories for patrons in need of a last-minute shopping trip. The Peppy Poppy says that Masters season is their second-most profitable time of the year, behind only Christmas.

“Masters style is always going to be the same: Something green and something stylish and comfortable to walk around in,” says Dawne Byrd, owner of the Peppy Poppy.

The fashion circus at the Masters feels like it could get old really fast, but somehow, it just never does. There’s a sense of, if you’re at Augusta National, why wouldn’t you go all out?

“When I told my sister that we were going to the Masters, her first question was ‘What are we going to wear?” says Kiara Dowdell, who was wearing a matching cardigan with her sister, Alexis Vega.

(Peter Casey / USA Today)

The players and their sponsors participate in the frenzy too, with pre-planned weekly scripting and outfit choices that they wouldn’t make at any other golf tournament. For example: Cam Smith wore a four-way stretch blazer during Wednesday’s practice round. It was the result of a drunken conversation with the man who makes said blazer.

The tournament participants are focused on the task at hand, but they’re also aware of what’s going on around them.

“When you’re walking the golf course, everyone looks like they’re having a good time. Everyone is dressed up really nice,” Day, who is known for pushing the boundaries with his on-course attire, says. “It’s kind of like a horse racing event when everyone comes out and they’re wearing some really nice clothes. They just do it right here at Augusta.”

The Masters is not just a golf tournament. It is different. So naturally, the patrons, in all sorts of ridiculous ways, are going to treat it like a one-of-a-kind opportunity. And that allure will never go out of style.

(Illustration: Demetrius Robinson / The Athletic; Photos: Andrew Redington, Richard Heathcote / Getty Images; Rob Schumacher, Kyle Terada / USA Today Sports)